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Ford Goodwood Festival of Speed

UK

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ford driving sustainability at goodwood

200,000+ visitors | 4 days | 1 epic brand activation!

The Goodwood Festival of Speed, one the world’s most prestigious motorsport events, returned for 2024 to celebrate all things speed, innovation, and automotive excellence. This was the perfect platform for iconic automotive brand FORD to showcase its commitment to sustainability. 

FORD needed a way to stand out from the crowd and connect with real motorheads on their new Mustang Mach-E - an electric vehicle that uses regenerative technology to harness renewable energy from braking. In order to make an impact amongst their dedicated fans, they sought out a unique and engaging activation to promote this innovative feature of their vehicles and raise awareness of their dedication to sustainable transport. 

THE SOLUTION

Pavegen designed and built an eye-catching and stylish installation using strobe lights and gamification with the ‘ElectroShuffle’. The ElectroShuffle challenged visitors to use their best dance moves to generate the most real-time energy in competition with each other. Two Pavegen platforms allowed players to battle for the top spot on the leaderboard and compete for the chance to win tickets to next year’s festival.

Putting sustainable innovation into gear

 

BACK AGAIN FOR THE 4TH TIME

Pavegen brought back the FORD regenerative braking challenge for the fourth time! Continuing our partnership with FORD to energise their live events and engage their audiences on the new Mustang Mach-E. The installation converted the kinetic energy of footsteps into usable electrical power. The vibrant atmosphere was fuelled by participants' lively steps and added data insights allowed FORD to seamlessly control an engaging kinetic energy challenge game. 

 

PUMPING THE BRAKES ON CLIMATE CHANGE

The concept behind the game was simple yet powerful: the more physical energy participants exerted, the more electricity was generated. As participants played, the real-time data fed into the game software, decelerating the virtual Ford Mustang Mach-E. 

 

This impressive demonstration underscored the direct relationship between physical effort and sustainable energy production, while promoting Ford's innovative regenerative braking system. The dynamic leaderboard prominently displayed the top ten most energetic participants, fostering friendly competition while highlighting the remarkable power of sustainable energy. Ford merchandise was given to every contestant. 

FORD Goodwood festival of speed

FORD'S INNOVATIVE IMPACT

190,000 joules of energy!

The Pavegen Kinetic Brand Experience successfully aligned Ford with sustainable and innovative technology, enhancing visitors' perception of their regenerative braking technology. The combination of Pavegen's interactive flooring and Ford's electric vehicle displays communicated the brand's commitment to a greener future. 

The installation went beyond a mere visual attraction. It served as a powerful educational tool, providing attendees with valuable insights into Ford's electric vehicle offerings and the advantages of clean energy. The interactive nature of the flooring engaged visitors by allowing them to directly participate in the energy generation process through their footsteps. 

Through this collaboration, Ford demonstrated its commitment to sustainable mobility solutions and solidified its position as an innovative leader in the automotive industry.